Orange asked us to help them ‘give away’ 20 pairs of tickets to the Glastonbury Music Festival.

Giving away tickets to a music festival that sold out months ago and was oversubscribed by at least 4 to 1 wasn’t exactly the toughest brief in the world. But we were asked to do it in a way that would create maximum noise and interest around their sponsorship of Glastonbury.

Around the time of launch the whole of the UK is plastered with pre-Glastonbury music stuff. So we decided not to compete on those terms but to do something totally new and unexpected, still retaining the spirit of Glastonbury.

Glastonbury is a rural festival, set in the middle of rolling countryside. On farm land. Land which has lots of cows on it. So we thought it’d be interesting to let a bull decide who’d win the tickets. But using technology that would make the story interesting and link it back to Orange.

So we GPS-enabled a bull.

Visitors to the site had to guess where the bull would be standing at 3pm each day, The site became a mini-phenomenon and with no media or PR support it ended up generating masses of online coverage as well as pickup in mainstream press and TV.